Adobe Data: Strong Online Shopping on Black Friday – Hits New Record

American consumers spent a record $9.12 billion shopping online on Black Friday (November 25), up 2.3% YoY, according to Adobe Analytics data.

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Electronics were a major growth driver, with online sales up 221% over the average day in October 2022.

Smart home items (up 271%) and audio equipment (up 230%) particularly sold well. Toys remained a strong category (up 285%), while exercise equipment performed well also (up 218%).

As online spending picked up, consumers who are dealing with inflation and higher prices, are embracing flexible ways to make payments.

Buy Now Pay Later (BNPL) orders have risen by 78% when you compare this past week (November 19 – 25) to the week prior.

BNPL revenue is up a significant 81% in the same period. Mobile shopping remains a big story, with Black Friday hitting a new record: 48% of online sales came from smartphones, up from 44% last year.

On Black Friday, hot sellers included toys such as Fortnite, Roblox, Bluey, Funko Pop!, and Disney Encanto.

Gaming remained a popular category, as shoppers snatched up Xbox Series X and PlayStation 5 devices, along with games including FIFA 23, NBA 2k23, and Pokemon Scarlet & Violet.

Other top sellers included drones, Apple MacBooks, and Dyson products (airwrap and vacuum). 

Coming Up: Weekend, Cyber Monday  

eCommerce activity is expected to remain strong this weekend, with shoppers set to spend over $9 billion online ($4.52 billion on Sat, $4.99 billion on Sun).

Adobe expects Cyber Monday to be the season’s (and year’s) biggest online shopping day again, driving $11.2 billion in spend and growing 5.1% YoY. 

Today (November 26) is also Small Business Saturday, as consumers are urged to shop with local, independent retailers.

Adobe Analytics data shows that smaller retailers ($10 million to $50 million in annual revenue) have struggled in an uncertain economic environment, with online sales growing 3 times less than large retailers (over $1 billion in annual revenue). 

Additional Adobe Analytics Insights

Discounts this weekend: Across all retailers, consumers can expect strong discounts this Saturday and Sunday for apparel (peaking at 17% off listed price), toys (33%), sporting goods (19%), and televisions (17%).

Cyber Monday will offer the best deals for computers (27%), as well as furniture (11%). Those looking to buy an appliance should consider waiting until Thursday (Dec. 1), when discounts are set to peak at 18% on average.

Curbside pickup was used in 13% of all online orders on Black Friday (for retailers that offer the service), compared to 21% last year—a sign of the lingering effects of Thanksgiving Day, when many stores were closed.

When you compare this past week (November 19 to 25) to the week prior however, revenue from curbside pickup is up 54% and orders are up 35%, highlighting the value of physical storefronts as fulfillment centers for retailers. 

Impact of marketing investments: Across major marketing channels, paid search remained the biggest driver of sales for retailers on Black Friday (30% of online sales).

Organic search (15%), direct (18%) and email (17%) were also major contributors. Revenue directly attributable to social media remained at less than 5% of total sales, but that share has grown 32% YoY. 

“As Black Friday hit record spending online, we’re also seeing more prominent signs of a budget-conscious consumer this year,” said Vivek Pandya, lead analyst, Adobe Digital Insights.

“Shoppers are embracing the Buy Now Pay Later payment method more this year to be able to buy desired gifts for family and friends.”

Cyber Week

Adobe expects Cyber Week (the 5 days from Thanksgiving Day through Cyber Monday) to generate $34.8 billion in online spend, up 2.8% YoY, and represent a 16.3% share of the full Nov-Dec holiday season.

Cyber Monday will remain the season’s and year’s biggest online shopping day at $11.2 billion, up 5.1% YoY.

Black Friday brought in a record $9.12B in online spend, up 2.3% YoY, while Thanksgiving generated a record $5.29 billion in online spend, up 2.9% YoY.

Last year, consumers spent a total of $204.5 billion over the 2021 holiday season, up 8.6% year-over-year (YoY).

Adobe provides a comprehensive view of US eCommerce spending by analyzing consumer transactions online. The analysis covers over one trillion visits to US retail sites, 100 million SKUs, and 18 product categories.

During the holiday season, Adobe offers daily updates on consumer spending on its Holiday Shopping Trends & Insights Reports here.